2020/2021 Winners & Shortlists


CategorySocial Behaviour & Cultural Insight

Why is this work relevant for Brand Experience & Activation?

Due to the COVID 19 pandemic, nation-wide lockdowns had made it impossible for brands to create any experiences that physically engaged audiences. Despite the limitations, Kiri found a way to launch an initiative that served as a physical on-ground activation powered by a digital experience.


Ramadan has always been a time for families to come together. Kiri has always been an intrinsic part of every Iftar preparation across the region. Making it inseparable from moments cherished by all families. The COVID-19 pandemic led to Ramadan being quite different in 2020. More so for frontline workers. The nature of their duty forced them to stay away from their families throughout Ramadan, for the sake of their safety. Every evening during the Holy Month, when families across the region broke their Ramadan fasts together, the frontline workers did so away from their own. As a brand that has always stood for bringing families together, Kiri wanted to remind to express its gratitude towards the brave healthcare workers, and remind them that for Kiri mums, they are no less than family.

Describe the creative idea (20% of vote)

Kiri partnered with Emirates Red Crescent, a subsidiary of Red Cross, to launch the Better When Shared initiative. A one-of-a-kind Iftar donation drive that distributed Iftar meal boxes to the frontline and essential workers across the UAE. Each Iftar box personalized with social media messages of gratitude by mums from across the region, printed onto boxes in real-time.

Describe the strategy (20% of vote)

Kiri mums have always been one of the most active members of the social community. Always the first to lend a hand to each other. That's why in Ramadan 2020, we brought them together to make a difference to those we owe our safety to - the frontline workers. Cooking Iftar meals with Kiri has always been about more than just delicious recipes. It's the taste that brings families together. Through this unique initiative, Kiri aimed to make even those who were away from their own, feel loved, just like family.

Describe the execution (30% of vote)

The Better When Shared initiative was launched as a social media movement that encouraged mums from across the region to express their appreciation for frontline workers with heartfelt comments of gratitude. In real-time, Kiri turned these Instagram and facebook comments into packaging for Iftar boxes filled with nutritious meals. These personalized iftar boxes were delivered by Emirates Red Crescent to Covid-19 testing centres, emergency hospitals and essential worker camps across the UAE. All so they could break their Ramadan fasts with an Iftar meal packed with a message from mums who consider them no less than family.

List the results (30% of vote)

- 2000 personalized Iftar meals donated in less than a week - 4,192,238 total engagement - Over 10,000 new social media followers

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Kiri's community of mums have always been the most active across social channels when it comes to brand interactions across the category. From sharing their favourite Kiri recipes to going out of their way to be there for each other. Over time, their brand interactions have turned Kiri's social media pages into forums for mums everywhere. That's why we chose to mobilize this community of dedicated mums to share their love with those forced to spend Ramadan away from their own families during the nationwide lockdown- the frontline and essential workers.


Name Company Role
Fabio Silveira Havas DXB Creative General Manager
Mark Fiddes Havas DXB Creative Executive Creative Director
Joao Medeiros Havas DXB Creative Creative Director
Anshuman Bhattacharya Havas DXB Creative Associate Creative Director
Ziad Shehade Havas DXB Creative Copywriter
Soukaina Benlamlih Havas DXB Creative Art Director
Serena Abi Aad Havas DXB Creative Content Director
Talal Barakat Havas DXB Creative Editor
Sumar Kumbhar Havas DXB Creative Designer
Marta Seruya Havas DXB Creative Strategy Director
Daisy Sawaya Havas DXB Creative Account Director
Mariam Moin Havas DXB Creative Traffic Manager
Maha Tohamy Havas DXB Creative Account Manager
Alessandro Candotti Havas DXB Creative Social Media Director
Nada Reslan Havas DXB Creative Social Media Executive
Coline Tatibouet Bel Group Marketing Director
Paula Amaral Bel Group Brand Manager
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